Now that social media has become an integral part of most people's lives, marketers are continuously looking for ways to take advantage of it to reach you with their message. Of the various tactics being employed, Content Marketing has emerged as one that marketers are increasingly focusing on. Wikipedia broadly defines Content Marketing as a "marketing format that involves the creation and sharing of content to drive profitable consumer action." A Content Marketing strategy clearly defines audience and objectives and outlines content formats including social media updates, longer form articles, e-newsletters, videos, blogs and others. As marketers begin to develop ...

Recently, we were given something of a unique Hispanic marketing assignment: develop an integrated marketing campaign for a very specific Hispanic audience -- foreign-born Mexican immigrants living in the U.S. Why was this unique? In my experience, most clients look at the Hispanic market more broadly, rarely focusing on specific nationality segments. The exceptions are Latin American brands entering the U.S. targeting expatriates who are familiar with them. While most marketers understand that Mexicans make up the vast majority of Hispanics living in the U.S. -- 65% according to the 2011 Census data - they tend to look for the ...